Gummy vitamins not just for kids



Target and CVS are some of the first retailers to group adult multivitamins and supplements available in gummy format into one 4-ft. set. The idea is to make shopping vitamins and supplements easier. For the 12 weeks ended Sept. 9, SymphonyIRI Group tabulated $202 million in sales of multivitamins, up slightly by 0.8%, across food, drug and mass (excluding Walmart).

“Gummy vitamin buyers tend to be different than the typical VMS consumer, a little bit younger,” noted Doug Jones, Pharmavite spokesman. Pharmavite this summer launched a line of seven gummy vitamin SKUs with a taste profile targeting an adult palate.

The article above is part of the DSN Category Review Series. For the complete VMS Sell-Through Report, including extensive charts, data and more analysis, click here.